Eyes: Discovering Their Importance in Story Branding

If you have ever received advice to avoid using eye makeup due to issues like dry eyes, blepharitis, or discomfort stemming from contact lenses, you can truly appreciate the frustration these recommendations can evoke. Makeup serves as a significant form of self-expression for many individuals, and being instructed to abandon it entirely can feel like losing an essential part of your identity.

This very sentiment led to the establishment of Eyes Are the Story, a brand dedicated to empowering individuals to celebrate their beauty while prioritising their eye health.

Uncover the Revolutionary Concept Behind Eyes Are the Story

Eyes Are the Story is celebrated as the world's first-ever optocosmetics brand, pioneering a groundbreaking category in the beauty industry. Founded by Amy Gallant Sullivan, who serves as the Executive Director and Co-Founder of the Tear Film and Ocular Surface Society (TFOS), and the daughter of Dr Donald R. Korb, a renowned researcher in the domain of dry eye, this brand is firmly anchored in the principles of ocular health science.

This is not just another beauty brand hastily labelling its products as suitable for “sensitive eyes.” Each formula is meticulously crafted with a focus on eye health, ensuring that it is not merely a compliance checkbox during development but represents a genuine commitment to enhancing ocular wellness.

Recognising the Critical Need for This Innovative Cosmetic Category

The breadth of challenges associated with eye health and cosmetics is far greater than many might realise. Over 90% of women under the age of 55 regularly use cosmetics, and more than half of girls as young as 12 use mascara, a product known to negatively impact the ocular surface. Furthermore, the burgeoning male grooming market indicates that these concerns extend beyond gender boundaries.

The TFOS Lifestyle Report has validated what eye care professionals have long suspected: traditional cosmetic ingredients can pose risks to meibomian glands, corneal, and conjunctival cells. These harmful substances disrupt the delicate ocular microbiome, exacerbate dry eye symptoms, and increase the likelihood of infections.

For individuals currently receiving treatment for dry eye or other ocular surface conditions, the implications can be profound. Conventional makeup can unwittingly undermine the effectiveness of leading therapies such as Intense Pulsed Light (IPL) and Low-Level Light Therapy (LLLT) between appointments. Many patients find themselves perplexed as to why they continue to experience dry eyes despite receiving excellent clinical care, often discovering that their daily makeup products are contributing to their ongoing discomfort.

How Does Eyes Are the Story Guarantee Cosmetic Safety and Compliance?

In the United States, only 11 cosmetic ingredients are banned, while the European Union has restricted over 1,300. Numerous mainstream beauty brands take advantage of these regulatory loopholes, focusing on compliance rather than prioritising consumer safety.

Eyes Are the Story has successfully achieved approval in more than 30 countries across Europe, the United States, and other regions by surpassing compliance standards rather than merely adhering to them.

What Distinguishes Eyes Are the Story from Other Cosmetic Brands?

This brand intentionally avoids what it terms the Top 10 Nasties: the ingredients most likely to harm the ocular surface. These damaging substances include:

• Formaldehyde and its donors: preservatives that gradually release formaldehyde, potentially irritating the eye surface with continuous exposure.
• Isopropyl cloprostenate: frequently found in lash growth mascaras, associated with changes in iris colour and darkening of the eyelids.
• Fragrance: a primary cause of allergic reactions to cosmetics, often inadequately disclosed on product labels.
• Benzalkonium chloride: a preservative harmful to corneal and conjunctival cells, commonly found in eye drops and cosmetics.
• Retinols and Retin A: active ingredients that can penetrate the tear film and cause irritation to the ocular surface.
• Parabens: linked to disruptions in the ocular microbiome with prolonged usage.
• Phenoxyethanol: a preservative that may lead to irritation and toxicity on the ocular surface.
• Salicylic acid: an exfoliant that should be avoided near the periocular skin and tear film.
• Tea tree oil: beneficial for treating demodex under clinical supervision, yet potentially harmful when used in cosmetics applied daily to the eyelids.
• Argireline: a peptide found in anti-aging products that may pose risks for the delicate tissues surrounding the eyes.

Every formula developed by Eyes Are the Story is entirely devoid of all ten of these harmful ingredients.

Experience the Tangible Benefits of Using Eyes Are the Story Products

For eye care professionals, this brand serves as an extension of their clinical expertise. As consultant ophthalmic and oculoplastic surgeon Dr Rachna Murthy emphasises:

“Patients expect optimal surgical results and minimal recovery time. With Eyes Are the Story, I can prepare patients for public appearances within days. I have also witnessed significant improvements in conditions such as rosacea and sensitive eye issues even before initiating additional treatments.”

For patients, this innovative approach transforms daily beauty routines into a crucial component of their ocular wellness. Just as regular tooth brushing promotes oral health, using products specifically designed to safeguard the periocular area aids in mitigating cumulative damage over time and enhances the effectiveness of any ongoing treatments.

Discover the Diverse Range of Products Offered by Eyes Are the Story

We are thrilled to introduce a selection of three essential products from the Eyes Are the Story collection:

• Eye Proof Liquid Liner: a smooth, long-lasting liquid liner that won’t flake into your eyes. Formulated free from the Top 10 Nasties, it is safe for contact lens wearers and individuals with sensitive eyes.
• Eye Proof Facial Cleanser: a gentle gel cleanser that effectively removes eye makeup without stripping the delicate periocular skin. This cleanser can function as both a daily wash and a makeup remover, preserving the natural balance of the skin and surrounding tissues.
• Eye Proof Facial Serum: a lightweight serum specifically formulated for the sensitive skin around the eye area. It provides hydration without introducing any ingredients that may migrate into the tear film or cause irritation.
• Eye Proof Eyeshadow: featuring six velvety, high-pigment shades that deliver vibrant, blendable colour without relying on harmful ingredients typically found in traditional eyeshadows. Experience all the flair without compromising ocular surface health.
• Mascara Trio Set: a flake-free formula that strengthens and volumises lashes while actively preventing bacterial growth within the product. This mini set is ideal for trial or convenient on-the-go use.

Who Can Benefit from Using Eyes Are the Story Products?

Eyes Are the Story is particularly advantageous for individuals who:

• Have been diagnosed with dry eye or blepharitis: especially in instances where conventional makeup has exacerbated their symptoms.
• Wear contact lenses: and experience discomfort, irritation, or sensitivity related to makeup application.
• Are recovering from surgery: including procedures such as LASIK, cataract surgery, or oculoplastic surgeries where the ocular surface is particularly vulnerable.
• Are undergoing ongoing ocular surface treatment: including individuals receiving IPL, LLLT, or other dry eye therapies who wish to sustain their treatment results between appointments.
• Experience reactive or sensitive eyes: that struggle with common allergens like fragrance, preservatives, or other typical cosmetic ingredients. For additional insights, explore our article on makeup for sensitive eyes.

Achieving a Harmonious Balance Between Beauty and Eye Health

No one should ever have to compromise their desired appearance for the sake of their eye health. Eyes Are the Story is founded on the principle that beauty and ocular wellness can seamlessly coexist, a belief bolstered by extensive research in ocular surface science.

Explore the complete range of Eyes Are the Story products available at Eyes By Design, or consult with our optometrists to discover which products are best suited for your eye health needs.